Leveraging the Buzz - From Fan to Lead Generation in BMW's Pre-Communication

BMW has repeatedly attracted attention with innovative marketing
ideas that snowballed word of mouth and customer interest. Its
latest coup, the introduction of the BMW 1 Series M Coupé, is
a prime example for lead generation with an integrated social media
campaign. The following case study provides insights into the
pre-communication and derives recommendations on how to create and
leverage buzz.

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